New Positioning
Until 2022, the Berlingo brand was positioned as rational and traditional — always the right choice. Competitors often replicate each other’s solutions. The current target audience segmentation (women aged 25–45, students aged 14–24) does not align with the brand’s ambition to be the “market leader.” A broad product range and a fragmented visual system hindered the creation of a strong and recognizable brand image for consumers. Berlingo
now delivers trendy and stylish stationery for the new generation, enabling everyone to express and highlight their individuality.
In an era of digital technology that tends to depersonalize individuals, stationery becomes
a tool for expressing a unique identity. It is an attribute of your personal handwriting. Only
you decide when, where, and how it will be expressed. We are confident about one thing: with Berlingo, your handwriting will achieve maximum expressiveness and individuality. Here, you will find the perfect match for it.
The new slogan, “Your Way,” elegantly and effortlessly encapsulates the brand’s vibrant stationery, designed to cater to the unique preferences of each customer. The tagline underscores the customizable nature of the product line, ensuring that everyone can find something that suits their taste.
Branding
The new brand mark is a minimalistic, three-segment monogram “B.” This clean, modern
symbol is immediately adaptable for use in small-scale digital applications.
The vibrant stationery is complemented by an unexpectedly bold and open color palette. Packaging is deliberately multicolored, with bright digital hues that make the products stand out on shelves.
The most distinctive feature of the new packaging is the largest possible brand zone, occupying 70% of the packaging space, represented by a purple field. The secondary color occupies 30% of the width in horizontal formats and 30% of the height in vertical formats. This approach allowed the creation of an easily replicable visual system, unifying over 300
SKUs under a single design while granting each product its own uniqueness.
Berlingo features a branded mascot: a minimalist yet expressive character resembling an abstract stationery item with legs and large eyes. The mascot is actively used to create unique selling visuals. In these cases, it adopts specific traits or features to illustrate the unique propositions it represents.
Some packaging includes additional technical illustrations highlighting product features. These are used when it’s important to emphasize certain parameters or explain the complex construction of an item.
A simple and minimalist pattern based on the logo is created, repeating tags for branding additional and promotional products, ranging from coin holders to displays and bags.
